Bell Bajao Blog, Social Media Case Study


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I recently prepared a social media case study on the web components of Breakthrough's multimedia campaign against domestic violence, Bell Bajao! This is a slide show of the study. A full text of the case study is available on India Social -

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Bell Bajao Blog, Social Media Case Study

  1. 1. Bell Bajao BlogA social media case study<br /><br />Sanjukta, <br />Breakthrough, Program Coordinator – Community outreach and Internet<br />Email:<br />Phone: 9953936006<br />
  2. 2. PSAs on TV, Radio, Print<br />Mobile Video Vans<br />Leadership Training<br />Bell Bajao – A 360 Degree Media Campaign<br />Internet<br />?<br />
  3. 3. Why social Media?<br />Urban Indian youth, blissfully ignorant of the world out of their bubble. <br />But they are open to knowledge – So we need to establish a dialogue, REACH OUT<br />
  4. 4. Objectives behind Bell Bajao<br />Website<br />NOT<br />Bell BajaoBLOG<br />
  5. 5. BLOG<br /><ul><li>The Bell Bajao site is not really a website, it is a blog
  6. 6. No clear articulation of the difference between the two but there is a difference
  7. 7. The difference is the 5 Senses</li></li></ul><li>OBJECTIVES<br /><ul><li>No online space in Indian context to purely discuss domestic violence prior to Bell Bajao.
  8. 8. To create an space for sharing and learning - Many young people face domestic violence at home, a blog is a great space for them to share their stories without fear.
  9. 9. To keep the campaign alive - unique nature of internet as media</li></li></ul><li>OBJECTIVES<br /><ul><li> To channelize the attention of young urban Indian towards this pertinent cause
  10. 10. To establish a direct connect with the followers of the campaign and other stake holders</li></li></ul><li>Oh that’s ‘unique’<br />What makes Bell Bajao Blog<br /><ul><li>User generated content
  11. 11. The blog is NOT static or lifeless, it has senses - It is interactive, responsive, attentive of its readers’ comments and messages
  12. 12. The blog has specific action items</li></li></ul><li>Action Items<br />
  13. 13. It is not enough that your blog is getting a lot of traffic, what is important is how many of your blog visitor are taking an action on your content.<br />Is there a viral effect?<br />
  14. 14. STRATEGIES<br />Community action<br />Popular culture<br />Unlikely Partnership<br />Shared learning<br />
  15. 15. STRATEGIES<br /><ul><li>Background research on what the other players are doing, what is missing?
  16. 16. Set clear actions that the online visitors are expected to take
  17. 17. Create special blog content different from the off line publications
  18. 18. Dynamic blog using latest trend in social media instead of traditional website
  19. 19. Involve the growing social media community - Partner with popular blogger</li></li></ul><li>STRATEGIES<br />Smart Marketing <br />You cannot sell a bad product, but don’t sell a good product badly<br />Be all over always – So you don’t lose out on any of your target audience<br />Butdon’t say the same things everywhere – that would be dumb and spam too<br />
  20. 20. Smart Marketing <br />No, I don’t agree with that view, but it might be an interesting debate, why don’t I push it to forums<br />Oh wow, they read my blog and posted my link on the forum, I will spread the news and ask all my friends to join the debate<br />I see more people here talking about my cause, let me go chip in, oh and while I do that may be I should send out a tweet & put it up on my Facebook.<br />
  21. 21. Talk about your organization but no cheap publicity<br /><ul><li>Smart way to promote organization is to integrate online and offline activities
  22. 22. Live Tweet and live blog your events
  23. 23. Post lots of photographs on Flickr
  24. 24. Seek suggestions from your followers – It gives them sense of togetherness
  25. 25. Remember, what really moves the online junta is the cause </li></ul><br />
  26. 26. LEARNINGS<br />Go beyond organization and cause: Make a real connect with people<br /><ul><li>Listen andlearn from online users
  27. 27. Give them space, attention, be enthusiasticabout every small connection you establish
  28. 28. Be excited and thankful about every small recognition coming your way</li></li></ul><li>Prepare focussed target groups<br />Every body don’t need to know everything. Think and see through your users, followers, spend time to categorize them and communicate accordingly <br />
  29. 29. Think through your content - be precise<br />You cannot put everything on the online space, you have to be selective about what goes in and what not. Articulate in your mind what you expect from the visitors, then accordingly prepare the content. <br />Most importantly having a call for action is very important<br />
  30. 30. You just have to determine that you need an online space – rest will fall<br />The Bell Bajao blog was launched even when we didn’t have an dedicated resources for it, in terms of money, technical knowledge or team power. But we were determined we must have an online space. So we pulled everything from everywhere and got it done.<br />
  31. 31. And so you will make mistakes, but that’s OK<br />We made mistakes, the first time we didn’t think through our content and design well so our site became a bit cluttered. So we had to redesign it within 10 months of its launch. But we didn’t frown about it, it was a learning process. <br />
  32. 32. Remember the question mark on the 2nd slide<br />?<br />It stands for all those things we have not yet learn, all the technology that we are yet to pick up, all the trend we are yet to follow… <br />…Keep that question mark alive, for otherwise there will be an end to learning<br />OK YOUR QUESTIONS NOW<br />